Bandhan Mutual Fund launched the next phase of the ‘Badhte Raho’ campaign which expands beyond the initial focus on celebrating life’s simple moments. The new campaign takes the philosophy further by encouraging individuals to live boldly in the present. It urges people to move from “One day, I will” to “Today, I can,” showcasing how financial security enables individuals to realise dreams in the present and learn from mistakes. The campaign highlights that mistakes are not failures; they are lessons that facilitate growth. To introduce the concepts, Bandhan Mutual Fund launched two new brand films—Mistake and Dreams.
Vishal Kapoor, CEO, Bandhan AMC, shares, “When we launched Badhte Raho last year, it encouraged people to celebrate every moment and find joy in the small things. This year, we’re taking it a step further. The new campaign inspires people to act boldly in the present, pursue their dreams, and view mistakes not as setbacks but as stepping stones to greater growth. Financial security gives people the confidence to dream big and move forward without hesitation.”
The Nema Family Returns with New Stories
The campaign features the return of the beloved Nema family—Mr and Mrs Nema, their children Neo and Nia, and their dog Panda. This time, the family’s stories focus on how financial security empowers individuals to rediscover dreams and learn from setbacks.